Use of Library Services and Products through Marketing

Due to development in information technology, the information is being generated at very fast rate and a variety of items are available on a single theme. The need is to popularize them and to sell them among the needed community for their existence in the world. Here the concept of marketing of services came into being, because these are the marketing strategies, which can not only be helpful in marketing them but also in generating revenue for the continuation worldwide. Libraries are service oriented organizations. The foremost role of libraries is to create new ways and techniques to satisfy the needs and wants of users. Marketing starts with the user's what they want to have and ends with the user's getting what they want. Marketing of information products and services is an important tool used to bring out the resources available in the library. It's aim is to obtain the needs of library users, make the information available for the user community. Marketing of library products and services help to achieve the organizational's goals. The present paper throws light on the different concepts associated with marketing. An effort has also been made to highlight the need of marketing in libraries and how marketing takes place in libraries. Which are the professional skills required for marketing is also a part of this paper. Techniques, strategies and principles of marketing are also a major part of this paper. Seven Ps of marketing process and hurdles in marketing the library products are also presented. Explores the way to create a successful market. Highlights the issues and challenges in front of librarians in marketing. The value and need based quality of information products using all technological supports must reach the clientele so as to allow the user community to derive utmost satisfaction from using the products. The paper throws light on the marketing of information products and its trends, issues and challenges in the electronic era.